Macy's: 'Furniture on fire'
By Carole Sloan -- Furniture Today, August 22, 2005
New York — Furniture is one of the standout businesses in the new Macy's Home Store sale catalog, a marketing effort that reflects the impact of the new home furnishings organization at Federated Department Stores.
The catalog, promoting the company's first full-fledged home fashion event, introduces Provence, a style theme reflected in all home categories with the romance and color of southern France.
Lester Gribetz, senior vice president, fashion and trend merchandising, said Macy's "furniture business is on fire," with all regions reporting good sales and higher price points doing especially well.
Color is a strong seller, including a three-piece leather group in green, orange, oyster and yellow from Natuzzi at $2,000, he said. Other hits in furniture include a new Lauren by Ralph Lauren moderne bedroom that "at $2,200 is a breakthrough in price point," Gribetz said. A sofa from Southern, promoted on the catalog's cover, also represents a step up in price point — "at $1,599 it's $400 more than normal."
The catalog's new, higher price points reflect the retailer's strategy.
"We can't win in the low-price world, and the customer is out there," Gribetz said. "We are offering affordable luxury and value — and exclusivity."
The company produced three home catalogs — a furniture, mattress and rug book for the areas where its 58 furniture galleries are located; a full catalog including furniture, mattresses and rugs and other home goods for markets with full-line stores; and for stores with no furniture and mattresses, a catalog minus those categories.
